How to Critically ‘Read’ Advertisements

Assessment Criteria

• Use of metalanguage to analyse how the ad works.
• Analysis of persuasive effect.
• Analysis of audience.

Activity One
In this activity you will learn how to critically ‘read’ advertisements.
You will learn about and investigate:

• Film metalanguage and persuasive techniques.
• How different film techniques create different effects and therefore meaning.
• The nature of codes and conventions evident in advertising and film texts, and the meanings they create.

Step 1

Watch the following persuasive advertisement for Evian Water:


Advertisement Name: Evian Babies








Step 2
Watch and listen to the following tutorial that introduces how to critically read film.

For a large view, click here



Step 3
Read the example of a critical reading of the Evian Water advertisement in the table below:


Critical Reading Table

Description What happens? How is the product shown? What is the setting, mood and style?	Audience Who is this ad for? [Age, gender,lifestyle.]	Persuasive Devices How does the ad make the product desirable?	Effect What is the ad saying you will have/be if you bought this product?
The babies look energetic and very ‘hip’ as they roller skate around bottles of Evian water in a city park on a sunny day.	This ad appeals to a broad audience, but I think it would especially appeal to young people because the babies are presented as ‘cool’ and ‘hip’.	Music: The babies dance around and perform tricks to hip hop music as if they are energised by the water.	We are positioned to feel that Evian is youthful and lively. The ad makes it seem like a lot of fun to drink it.

Activity Two

In this activity, you will work in teams to identify a persuasive advertisement and critically read it.

Step 1
Explore You Tube and find an advertisement that your team finds persuasive.

Step 2
Embed the advertisement on your team’s Wiki page.
Not sure how to embed your video? Click here to watch a tutorial.

Step 3
Complete the critical reading table on your team's Wiki page using the Evian Babies sample as a guide

Extension Activity

What is this ad promoting?